Built for: A/B/M testing

Designers often have to make hard choices – sometimes less is more.

A/B testing allows you to compare designs and pick the best combination of features

To make these choices you need hard evidence. Eye tracking is one of the best ways to get it.

Compare these two homepage designs (see image). The original, left, had too much complexity at the top; we found that even after 30 seconds, most users were still digesting the technical details and had missed out on all the other
targeted information on the page.

A simplified version resolved this problem, unblocking viewers and allowing them to flow through the page.

These insights can’t be detected with click-tracking alone as often the mouse is not used during reading.